#LikeABosch: Bosch to launch IoT image campaign

“Like a Bosch” is the tagline of a new global image campaign the technology and service company is set to launch next year, when CES, the world's largest consumer electronics fair, gets underway in Las Vegas on January 7, 2019. This campaign aims to get the message across that Bosch is the leading provider of connected products and solutions. The main plank of the campaign is a hip-hop video clip featuring a protagonist who is a savvy IoT user. Bosch is entering new territory with its “Like a Bosch” campaign; the decidedly different approach and tone marks a departure for the company, which was founded in 1886. This PR move capitalizes on a rash of “like a boss” videos and memes that have gone viral on the internet, attracting tens of millions of clicks. These videos feature everyday people who stage bizarre stunts, perform impressive athletic feats, or find their way out of predicaments with technical finesse. The corporate “Like a Bosch” campaign changes a few letters in order to put a fresh spin on this internet phenomenon. The young man in the Bosch video is always on top of things, thanks to connected solutions from Bosch. Smartphone in hand, he operates his car, lawn mower, or coffee machine in a cool, smart, and confident way – he’s in charge of things “like a Bosch.”

Sparking a viral IoT movement

“We’ve picked up on a global internet sensation and reinterpreted it with a humorous touch,” says Boris Dolkhani, head of brand management at Bosch. “Where the internet of things is concerned, all roads lead to Bosch. That’s the campaign’s clear message.” The company aims to spark a viral IoT movement, spreading this message across all the relevant communication channels in order to reach a mass audience. Bosch is counting on its 400,000 or more associates to further the cause by liking and sharing these videos. Further clips featuring products for the two IoT domains of connected mobility and connected living are to follow later in the year. The image campaign created by Jung von Matt, a Hamburg, Germany-based advertising agency, is to be rolled out across digital and social media channels.

A company on the move

Bosch continues to expand its position as a leading IoT company and sold 38 million web-enabled products in 2017. Today, 20 percent of its roughly 27,000 software developers focus exclusively on the IoT. Bosch expects the global IoT market to grow by 35 percent a year to reach an annual volume of 250 billion U.S. dollars by 2020. Those prospects have prompted the company to pursue ambitious goals, and it is now aiming to have internet connectivity in all its electronic devices by that time. Moreover, data-based services will be offered for each device, with artificial intelligence set to play a key role here.

Additional information on the “Like a Bosch” campaign: iot.bosch.com